oTree is an open-source and online software for implementing interactive experiments in the laboratory, online, the field or combinations thereof. oTree does not require installation of software on subjects' devices; it can run on any device that has a web browser, be that a desktop computer, a...

Current technology allows firms to produce a granular record of every touch point a consumer makes in their online purchase journey before they convert at a firm's website. However, firms still depend on aggregate measures to guide their marketing investments in multiple online marketing...